UUM Electronic Theses and Dissertation
UUM ETD | Universiti Utara Malaysian Electronic Theses and Dissertation
FAQs | Feedback | Search Tips | Sitemap

Social media usage in the framework of online public relations activities

Al-Yaqoub, Rasha Adel Ahmad (2020) Social media usage in the framework of online public relations activities. Doctoral thesis, Universiti Utara Malaysia.

[thumbnail of Depositpermission-not allow_s902427.pdf] Text
Depositpermission-not allow_s902427.pdf
Restricted to Repository staff only

Download (609kB) | Request a copy
[thumbnail of Restricted access by author] Text (Restricted access by author)
s902427_01.pdf
Restricted to Repository staff only

Download (28MB) | Request a copy
[thumbnail of s902427_02.pdf] Text
s902427_02.pdf
Restricted to Repository staff only

Download (8MB) | Request a copy
[thumbnail of s902427_references.docx] Text
s902427_references.docx

Download (2MB)

Abstract

The increasing role of public relations (PR) in higher education institutions is the result of dynamic social media tools that permit participation and provide reliable and continuous access to the information. The objective of this study is to investigate the utilisation of online PR activities in Jordanian universities. In additions, the purpose of the study is to examine the antecedents of online PR and to explore its consequences from the perspectives of PR practitioners. It employed in-depth face-to-face interviews with 23 PR managers from public and private Jordanian universities based on a purposive sampling technique. The data was analysed using NVivo 12 software for content analysis via thematic analysis technique. The findings showed that the PR practitioners has conceptualised online PR as a part of the modem technology revolution, effective and sustainable in this era. They recognised the tools of the advanced technology revolution as social media vehicles and utilised Internet-based applications to spread information about their institutions. For instance, the study also found that online PR in Jordanian university was used in publishing and broadcasting, serving as a communication channel and an event platform for it students and public. The findings also discovered that technical skills, language skills, human management skills, and organisational support are antecedents of successful online PR activities. Furthermore, the cost saving, spread of information, high cost, resolvement of problems and visibility of the organisation is a consequences of online PR activities. Finally, this study contributes in developing and validating the online PR framework, which provides better guidelines for PR practitioners to apply in the context of Jordanian higher education sector.

Item Type: Thesis (Doctoral)
Supervisor : Abdul Rahman, Nik Adzrieman and Mat Saad, Mohd Zuwairi
Item ID: 8993
Uncontrolled Keywords: Online PR, Jordan, Public relations, Universities, Social media, PR practitioners.
Subjects: T Technology > T Technology (General)
Divisions: Awang Had Salleh Graduate School of Arts & Sciences
Date Deposited: 05 Jan 2022 00:53
Last Modified: 04 Apr 2022 04:13
Department: Awang Had Salleh Graduate School of Arts & Sciences
Name: Abdul Rahman, Nik Adzrieman and Mat Saad, Mohd Zuwairi
URI: https://etd.uum.edu.my/id/eprint/8993

Actions (login required)

View Item
View Item